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Sales Force Motivation: A Theoretical Analysis

Aubrey R. Fowler, Jr.

University of Central Arkansas

Sukumar Debnath

Prairie View A&M University, Southern Station Box 5077, University of Southern Mississippi, Hattiesburg, Mississippi 39406.

A wide variety of incentives are being employed in the financial services industry. An examination of these practices in light of reinforcement theory suggests that while encouraging higher levels of performance, these incentives fail to sustain the high levels of desired performance. A computerized video is discussed as one means of integrating theory and practice, which should yield high levels of sustained performance from the sales force.

Human Relations, Vol. 41, No. 12, 901-913 (1988)
DOI: 10.1177/001872678804101202


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